What does it all mean?
If you're not used to engaging actively in PR, some of the terms may be confusing or maybe you just aren't familiar with them. Here are a few that you might have seen and wondered...
What are 'communications' ?
You often hear the words PR and Communications in the same sentence. PR is the strategic management of your relationship with your publics; it requires a plan, which is what you engage a PR consultant to create for you. Communications are the tools and means by which they execute that plan – it’s how they convey your messaging to your audience.
What are media relations?
Your PR or specialist Media PR consultant will help to cultivate and manage the relationship between you/your company, and the media. This is integral to a proactive PR strategy, from researching the right press, their profiles, audiences, subject matter, pitching to them, managing the editorial process and follow up. It is also essential for reactive PR, especially in a crisis. A PR consultant will likely be your first line of defence in a crisis situation, fielding press queries, managing spokespersons, interviews and commenting on your behalf.
WHAT'S THOUGHT LEADERSHIP?
Thought leadership is more than being visible, it’s imparting value and wisdom to your peers and clients as part of the communication strategy. Thought leadership PR is considered a very valuable asset in the Communications toolkit. Whether it’s a White Paper, insightful article or blog post, it’s a way of reflecting your expertise, solving a problem, adding valuable ideas to the ring. It gives back to the professional community which in turn can raise your professional reputation, and that of your brand.
WHAT IS MARKETING?
While PR focuses on building and managing the relationship between you, your brand and your audiences, marketing is focused on generating leads and sales through advertising strategies and supporting sales teams. Both of these disciplines work together beautifully, and are similar, but they are not the same.
What's proactive PR?
Taking active steps to engage in planned public relations activities. It must follow a strategy, with clear objectives and be measurable in its success.
What's reactive PR?
Often called ‘fire fighting’, reactive PR usually means that you’re responding to a crisis situation (an eventuality that every business should be prepared for!) However, reactive PR can be positive if the press is getting in touch to ask your professional opinion, or for content contribution. That means that your proactive PR efforts have worked, and you are considered a preferred contact or expert. The choice is then yours as to whether you engage or not, in accepting the invitation.
WHAT'S A WHITE PAPER?
The white paper finds its roots in parliamentary activities. For PR purposes it's a well researched authoritative report that effectively argues that a service or product is the best solution to a common problem. This kind of report deep-dives into an issue offering solutions, ideas fuelled by expertise, facts and even insightful reflection. It takes a lot of time to write a good white paper, as it requires significant support from key research, relevant and credible statistics. However, it is also another route to increasing your thought leadership value to your external audience, especially if it’s on a hot topic.
WHAT IS A PR CAMPAIGN?
A PR campaign is an assortment of planned undertakings designed for you or your company to reach out to its relevant audience and communicate to and with them. Your campaign must be driven by a plan, specific messages and communication tools. As the name suggests, it’s about cultivating a positive professional relationship with all your key stakeholders – from investors to clients, press and even your peers in the market. A campaign can be short and very specific, like a launch event. Or it can be long and organic, continuously raising your profile to your audience and evolving along with your business. Or, it can be a mixture of both.